--- title: "Captain Morgan: search popularity worldwide" description: "Captain Morgan is a rum brand sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/captain-morgan" publisher: "Brandwave" --- # Captain Morgan: search popularity worldwide Captain Morgan is a rum brand sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Captain Morgan - **Owned by**: Diageo - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among rum brands**: 28% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Rum brands | 2 | 28% | 368K | | Spiced rum brands | 2 | 29.1% | 368K | - [Rum brands](/demand/global-en/categories/rum-brands) - [Spiced rum brands](/demand/global-en/categories/spiced-rum-brands) ## How has branded search demand for Captain Morgan changed worldwide over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Captain Morgan worldwide held steady at 368K. - Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide increased from 23.7% to 28%. - Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide peaked at 28% in September 2026 and was lowest at 20.7% in January 2026. - Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among spiced rum brands worldwide increased from 25.4% to 29.1%. - Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among spiced rum brands worldwide peaked at 29.1% in September 2026 and was lowest at 21.1% in March 2026. ## How did search popularity change for rum brands worldwide in September 2026? - In September 2026, Captain Morgan gained estimated Share of Search among rum brands worldwide, from 24.1% to 28%. - In September 2026, Bacardi lost estimated Share of Search among rum brands worldwide, from 54% to 51.3%. - In September 2026, Havana Club lost estimated Share of Search among rum brands worldwide, from 10.8% to 10.3%. - Malibu’s estimated Share of Search among rum brands worldwide has lost ground for 3 months in a row, from 10.8% to 8.4% in September 2026. - Estimated monthly branded searches for Sailor Jerry worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026. ## How did search popularity change for spiced rum brands worldwide in September 2026? - In September 2026, Captain Morgan gained estimated Share of Search among spiced rum brands worldwide, from 25.1% to 29.1%. - In September 2026, Bacardi lost estimated Share of Search among spiced rum brands worldwide, from 56.1% to 53.1%. - In September 2026, Havana Club lost estimated Share of Search among spiced rum brands worldwide, from 11.3% to 10.7%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Rum brands | 368K | 23.7% | 2 | | Nov 2025 | Rum brands | 368K | 24.1% | 2 | | Dec 2025 | Rum brands | 450K | 21.7% | 2 | | Jan 2026 | Rum brands | 301K | 20.7% | 2 | | Feb 2026 | Rum brands | 301K | 24.2% | 2 | | Mar 2026 | Rum brands | 301K | 20.7% | 2 | | Apr 2026 | Rum brands | 368K | 24.1% | 2 | | May 2026 | Rum brands | 368K | 23.7% | 2 | | Jun 2026 | Rum brands | 368K | 24.1% | 2 | | Jul 2026 | Rum brands | 368K | 23.7% | 2 | | Aug 2026 | Rum brands | 368K | 24.1% | 2 | | Sep 2026 | Rum brands | 368K | 28% | 2 | | Oct 2025 | Spiced rum brands | 368K | 25.4% | 2 | | Nov 2025 | Spiced rum brands | 368K | 25.4% | 2 | | Dec 2025 | Spiced rum brands | 450K | 22.7% | 2 | | Jan 2026 | Spiced rum brands | 301K | 21.8% | 2 | | Feb 2026 | Spiced rum brands | 301K | 25.1% | 2 | | Mar 2026 | Spiced rum brands | 301K | 21.1% | 2 | | Apr 2026 | Spiced rum brands | 368K | 25.4% | 2 | | May 2026 | Spiced rum brands | 368K | 25.1% | 2 | | Jun 2026 | Spiced rum brands | 368K | 26% | 2 | | Jul 2026 | Spiced rum brands | 368K | 25.1% | 2 | | Aug 2026 | Spiced rum brands | 368K | 25.1% | 2 | | Sep 2026 | Spiced rum brands | 368K | 29.1% | 2 | ## How is Captain Morgan measured? Brandwave collects information about searches that people make online using Captain Morgan’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “captain morgan” ## Which rum brands compete with Captain Morgan? - [Bacardi](/demand/global-en/brands/bacardi): Head-to-head: /demand/global-en/compare/bacardi-vs-captain-morgan - [Havana Club](/demand/global-en/brands/havana-club): Head-to-head: /demand/global-en/compare/captain-morgan-vs-havana-club - [Malibu](/demand/global-en/brands/malibu): Head-to-head: /demand/global-en/compare/captain-morgan-vs-malibu - [Sailor Jerry](/demand/global-en/brands/sailor-jerry): Head-to-head: /demand/global-en/compare/captain-morgan-vs-sailor-jerry - [Kraken](/demand/global-en/brands/kraken) ## Who owns Captain Morgan? Captain Morgan is owned by Diageo. Brandwave also tracks Seedlip, Baileys, Casamigos, Cîroc, Don Julio, Johnnie Walker, Ritual Zero Proof, Smirnoff and Tanqueray, owned by the same company, worldwide. - [Diageo](/demand/global-en/companies/diageo): Owns 11 tracked brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Captain Morgan? Captain Morgan is owned by Diageo. Brandwave also tracks Seedlip, Baileys, Casamigos, Cîroc, Don Julio, Johnnie Walker, Ritual Zero Proof, Smirnoff and Tanqueray, owned by the same company, worldwide. ## Cite this page Brandwave. "Captain Morgan: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/captain-morgan This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/captain-morgan. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.